1. Promotion: Advertising and its role
Last of the Four P’S
Promotion: Advertising and its role

2. The Proper Definition and Role of Advertising
Definition: A paid for form of nonpersonal message communicated through the media by an identified sponsor
Forms: Print, Broadcast, Electric Media
Advertising is persuasive and informational and is designed to influence the thought patterns of the target audience in a favorable manner
Once this favorable attitude develops, the role of advertising is to motivate purchase of a specific brand of a product

3. The Communication Process
Sender: The Advertiser
Message: The message the advertiser is trying to portray
Media: The platform the company uses to get out their message
Noise: Competing messages and distractions
Receiver: The consumer or business customer

4. Stages of Consumer Thought
Awareness
Customer learn of product for first time either through advertising or word of mouth
Comprehension
Interest is created in the consumer. Message is considered relevant and product is considered useful
Conviction
Customer is motivated to buy product
Action
Desired active response occurs
Example: Car commercial motivates customer to visit a dealer or website
Example: Coupon motivates reader to clip in for use in purchase

5. Creating the Message
Advertising by companies is usually done by specialized agencies who are responsible for creating, planning, producing, and placing advertising messages for clients
The development of an advertising claim can be split into two separate, basic parts
Creative
The people that decide what to say to the customer and how to say it
Media
The department responsible for planning and arranging the placement of advertisements

6. Creating Objectives: What to Say
The first step in advertising is to create clearly defined creative objectives
Creative Objectives state what information is to be communicated to a target audience
Examples:
Energizer
Batteries with long lasting reliability
Head and Shoulders
Eliminating dandruff
Old Spice
Smell good, get women
Keybenefit statement summarizes what an ad is supposed to say
Good advertisements use appropriate media outlets to emphasize this point

7. How to Say It
It is the responsibility of the creative department to determine what style to use to
Humour
Comparison
Emotion
Lifestyle
Testimonial
Celebrity Endorsement
Character Presenter
Sex